It's a brilliant reminder that its rivals, the likes of Amazon and Google, have significant questions to answer when it comes to privacy.

These companies have been so keen on garnering as many users as possible with their so-called smart speakers and digital assistants that they haven't been entirely careful about how your movements are being tracked and even who might listen to your conversations.

More than ever, Apple needs to differentiate its brand from that of others. One of Cook's more noble pursuits has been to defend privacy on moral grounds. (Although Apple's enthusiasm for privacy doesn't seem quite as fervent in, say, China.)

At CES, so many companies will be parading Alexa- or Google Assistant- enabled devices.

Most, if not all, will be perfectly useless monuments to human laziness and tech's desperation to show its self-defined cleverness.

Meanwhile, Apple will be there with a simple message: You know you can't trust those clowns.

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